Why Social Advertising During Q5 is a Must for Your Brand

While most marketers focus heavily on Black Friday and Cyber Monday, many overlook the incredible opportunity that Q5 advertising presents. This period can generate more sales at a lower CPA, offering a strategic way to close the year strong. In this post, we’ll cover:

• What Q5 is and why it matters
• Where to advertise during Q5
• How platforms like TikTok and Meta help brands reach end-of-year sales goals
• Success stories from brands leveraging Q5 effectively

What Is Q5?

Q5 refers to the week between Christmas and New Year’s and sometimes extends into early to mid-January. This period bridges the gap between the holiday shopping frenzy and the “New Year, New Me” campaigns of Q1.

During Q5, consumer behavior shifts as people:

• Use gift cards they received over the holidays
• Make returns for store credit or cash
• Shop for themselves, with 69% of TikTok users planning to purchase products for themselves during this time

Why Advertising During Q5 Is So Important

1. Consumers are ready to shop
Q5 is unique because shoppers treat themselves by using holiday gift cards or store credit. This makes them highly receptive to well-timed ads.

2. Lower advertising costs
Advertising competition drops as many big brands scale back, leading to reduced CPCs and CPAs. Small and mid-sized businesses can capitalize on this window to capture more sales without increasing spend.

3. Less competition
As larger advertisers wind down their holiday campaigns, the reduced noise creates an opportunity for smaller brands to stand out.

Higher Click-Through Rates and ROAS and lower Costs Per Click and Cost Per Acquisitions

Advertising on Meta During Q5

Experts at Meta, including Lucas Suarez (Product Marketing Manager) and Alex Brill (Marketing Science Partner), suggest these key strategies for success:

1. Adopt a full-funnel approach.*
   While many advertisers focus on lower-funnel tactics, targeting the entire funnel—especially the top—can yield lower CPCs and stronger performance.
2. Build retargeting and prospecting pools.**
   Use highly qualified retargeting pools and leverage Advantage+ campaigns to simplify accounts and accelerate the learning phase.
3. Create a robust creative pipeline.
   Prepare fresh, relevant creatives, such as “New Year” themes or “Treat Yourself” messaging, to resonate with Q5 shoppers.
4. Start early.
   Begin campaign planning several weeks in advance and launch as soon as advertising costs drop.
5. Harness automation.
   Advantage+ campaigns allow for simplified account management and better use of Meta’s machine learning to drive conversions.

Pro Tip:
Make small changes to existing creatives, like transitioning messaging from gifting for others to “treat yourself.”

*At Socium we prefer to use a bottom-of-funnel approach to advertising because in our experience it equates to more sales 

**Your retargeting pools might be a little dried up from BFCM advertising, but won’t let that deter you from advertising to those audiences

Advertising on TikTok During Q5

TikTok is a powerful platform for capturing Q5 sales. According to TikTok, nearly 40% of users plan to shop during Q5, primarily to spend gift cards or buy for themselves.

TikTok’s Q5 Advertising Recommendations:

1. Run Video Shopping Ads.
   Start these campaigns after the final holiday shipping deadlines to target new customers effectively.
2. Incorporate carousel product images.
   Pair these with your Video Shopping Ads to showcase more products and drive engagement.
3. Use Web Conversion Ads.
   If your product catalog isn’t synced with TikTok Ads Manager, Web Conversion Ads are an excellent alternative to drive sales.

Key Takeaways for Q5 Advertising

To make the most of Q5, focus on these strategies:

• Full-Funnel Approach: Engage audiences across all stages of the funnel to maximize reach and conversions.
• Strong Creative Pipeline: Prepare fresh, relevant creative assets tailored to Q5 shoppers.
• Start Early: Launch campaigns as soon as costs drop to maximize results.
• Test and Learn: Use the Q5 period to experiment with new ad formats and messaging.
• Leverage Automation: Utilize tools like Advantage+ to streamline your campaigns and enhance performance.
• Adapt Messaging: Shift from gifting to self-purchase themes, like “Treat Yourself.”

By embracing the opportunities of Q5 and implementing these tactics on platforms like Meta and TikTok, your brand can capture valuable sales, reduce CPAs, and start the new year on a high note.